Metrics for Measuring Reach

Every business that promotes products and services needs to measure
reach on an ongoing basis. The following metrics are useful for
understanding the effects of marketing programs designed to reach new
customers.

Measuring acquisition is easier than measuring reach. The difference
is that reach metrics depend on information from various sources,
whereas acquisition metrics come from your own web analytics data.

Acquisition measurement is focused on the number of visitors your
website is acquiring and where they all come from. Below are the metrics
that can help gauge the success of your website and marketing
initiatives in acquiring prospects and customers.

Note that the raw data for the above metrics is not useful by itself
because your most important metric is the relationship between your
current and previous data measurements. As indicators of change, the
above KPIs can alert you to the ever-changing quality and quantity of
your visiting traffic, and this may call for additional research.

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